Packaging design for Lay’s: next level illustrations.
Life is beautiful when we smile. Smiles came to Latin America, with the help of SeñorLópez, to inspire happiness and spread laughter in the small moments of life.
Our client Lay’s reached out to us to develop special packaging for a campaign focused on smiles. We worked on this design for Latin America, proposing diversity in the characters portrayed in the packaging. The design, art direction, photography production and digital retouch was done by our team. To ensure a successful implementation in Latin America, we developed a brand book and key visual with printing specifications for different countries. The document clearly stated all parameters the printers needed to take into account to execute the packaging.
The graphic design invited consumers to wear different types of smiles by holding Lay’s packaging. Despite the simplicity of this idea, it turned out to be powerful. It allowed people to promote happiness and laughter through funny smiles. The campaign and packaging were designed to trigger social media sharing, allowing the campaign’s reach to grow.
As a visual style, we decided on realistic cartoon-like smiles, made up from real photographs. By exaggerating expressions, we were able to illustrate the diversity and joy of latinamerican people, spreading a spirit of joy through the campaign.